According to ARA, the awareness campaign is aimed at the younger generation and is intended to draw attention to the careless throwing away of waste and the importance of separate packaging collection. To reach young people - about 1.7 million between the ages of 15 and 30 - with the core message "How hard can it be?", ARA's campaign relies on a young man and his dog Frank as the main characters, using humor and a wink to show how easy anti-littering and waste separation are for individuals. The campaign will be spread via the social media channels TikTok, Instagram, Youtube and Facebook. "We want every piece of packaging back for recycling," explains ARA CEO Harald Hauke, referring to European collection and recycling requirements. Carelessly throwing away waste not only brings disadvantages for the environment, but valuable secondary raw materials are also lost - "a no-go in times of climate protection and the circular economy." The success of the circular economy would depend to a large extent on young people. They were the consumers who will determine the future.

Read more: www.reinwerfen.at

 

Sources:

• recyclingportal.eu (16.7.2021)
• Photo: © ARA